SEATTLE (FNS) -- Independent owners of Thriftway-bannered units here recently held a three-week Mediterranean Taste Tour featuring a variety of imported Center Store items.
The items were selected as the result of a trade mission to Italy, where 35 members visited producers and processors at their facilities and secured sourcing while attending an international food show.
Products offered a key promotional advantage for the group, as they celebrated Italian and Greek foods -- including pasta, canned tomatoes, olive oil, balsamic vinegar and Arborio rice -- sourced on the trip.
At Queen Anne Thriftway units, cooking kiosks were used to conduct samplings, taste comparisons and offer up recipes and serving suggestions. One comparison tasting involved the imported Italian pasta being featured with other egg-style pastas. Another included a younger balsamic vinegar and those aged eight and 12 years.
Samplings focused on different uses for balsamic vinegar. One morning fresh strawberries were served with the imported vinegar. Another afternoon the vinegar was reduced with orange zest and sampled over ice cream. One evening balsamic vinegar was served as a sauce over grilled steak.
"Italian and Greek cuisine is super simple," said Ilga Westberg, marketing director. "We wanted to show customers the simple elegance from the Mediterranean. We want to remove the fear customers may have from imported products and educate them on how to use them, how to taste them and give them alternative ideas."
Additionally, the operator focused on consumer education to bolster the kiosk efforts. Signage explained different pasta cuts and gave suggested uses. In the grocery aisles customers were given the opportunity to read about Parmigiano-Reggiano, Prosciutto di Parma and balsamic vinegar, where they come from and how to use them.
Before customers could be educated the Queen Anne Thriftway group brought associates up-to-speed through tastings. "We wanted to show why we went to all the trouble and expense we did to bring world-class products into our stores. We wanted our associates to learn how to educate consumers," said Westberg.
In addition to the group's color promotional flier, members relied on strong point-of-sale materials to promote the event. On shelf signage, embroidered aprons, banners and huge displays were used.
